Illinois' partnership with Learfield is slated to generate an extra $2M a year for UI

The Univ. of Illinois has selected Learfield Sports as the Division of Intercollegiate Athletics exclusive athletics marketing partner and multimedia rights holder for the next 10 years. The move marks the first time the DIA has outsourced its multimedia rights in a comprehensive package. The formal agreement was finalized on Nov. 29 and the partnership already is underway. Learfield also has committed funding to help defray some expenses associated with the future video board and scoreboard enhancements at Memorial Stadium and Assembly Hall. UI is now the eighth Big Ten Conference member to have a partnership with Learfield (Learfield Sports). The school said that the move will "generate an extra $2 million a year." The AP reported Learfield will produce UI sports radio "using the current announcers and handle the school's sports TV shows." The company also will "take over other multimedia activity and Illini sponsorship rights." UI Assistant AD Marty Kaufmann said that the school will "generate an average of about $6 million a year over the next decade on its multimedia and sponsorship rights." That is "compared to the $4 million it made last year" (AP, 12/12).